Magazine article Marketing

Integration Is the Key to Success

Magazine article Marketing

Integration Is the Key to Success

Article excerpt

I still vividly remember my first encounter with the market research industry. It was in 1978, on a Friday afternoon in Ealing, and I had been invited to see the types of areas that drank most gin. The visit was to the offices of BMRB where, for the first time in Britain, a market research survey had been cross-analysed by a neighbourhood classification.

Innocently, I felt that helping businesses to find where different kinds of consumers live must be central to the conduct of market research. Now, 14 years on, when it takes only two minutes to make an equivalent map, it strikes me as odd that I am working for a Great Universal Stores subsidiary rather than for a division of JWT or for a market research company.

Equally odd is that none of our 70-strong team is a member of the Market Research Society. Understanding consumer surveys and analysing their results is the job of market researchers. Using a database to compare the MOSAIC (geodemographic) profile of different types of customer behaviour or profiling customer addresses using lifestyle databases is felt to be a job for other types of people. Both activities are aimed at providing market information, and it seems strange that research companies do not do both.

It could have been different. When BMRB first cross-analysed the TGI by ACORN, ACORN had not been discovered by CACI, but it was CACI which first noticed the commercial potential. One or two research companies did have a go. In 1984 BMRB and IMS joined forces to build a ACORN look-alike and were defeated only by the complexity of matching postcodes to census areas. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.